An advertisement is a kind of public notice asking for or offering services or buying and selling property, goods etc., or providing information about missing persons, pets, etc. An advertisement may be displayed on a placard as well. It is a non-personal, oral or visual message regarding a product, a service or an idea.

An advertisement attracts the immediate attention of the public. It is a very potent tool for promoting sales or services. It is used to influence the minds, tastes and even motives of the masses. Remember, an advertisement is a play of words. It must be very attractive to catch the eye of the reader.

There are two kinds of advertisements:

    • Classified
    • Commercial

Classified Advertisements

Classified advertisements are found in the columns of newspapers and magazines.

Classified advertisements

    • clearly state the category at the top, e.g., Tor Sale’, ‘To Let’, etc.
    • give all necessary details in points.
    • give contact address, name and telephone number.
    • put the matter in a box.

Characteristics of Classified Advertisements

They are categorised into columns according to different classes. The category is stated at the top. They are written in short catchy phrases and words. The language used is simple, factual and formal. They are short, concise and to the point. All the relevant information is provided. Contact name and address is given. They are written in a box to attract attention.

Kinds of Classified Advertisements

    • Situation Vacant/Wanted
    • Lost and Found
    • Sale and Purchase
    • Accommodation Wanted
    • Educational
    • Placement Services
    • Matrimonial
    • To Let
    • Tuitions
    • Packers and Movers
    • Kennel
    • Travels and Tours

Commercial Advertisements

Commercial or display advertisements are written by leading manufacturers, establishments, organisations etc. are for the publicity and promotion of their products, services or some events. These are designed for commercial purposes. They require more space, hence are costly. It must be attractive with visuals, catchy phrases and slogans.

Features of Commercial Advertisements

Must be attractive with a catchy caption, heading or sub-headings. Figurative language (alliteration and metaphors especially). The proportionate spacing of fonts with different sizes. Usually attractive with catchy slogans, punch lines, witty expressions, pictures or sketches. Special offers or discount, if any. Details of the product or event given in a clear, precise way. Give the name, contact number and address of the advertiser. Present the matter in a box.

A poorly-written ad that doesn’t represent your company well can actually do more harm than good. After you’ve used your ad for a few months, keep things fresh by rewriting it to advertise a new product or feature.

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δάσκαλος (dáskalos) means the teacher in Greek. Devika Panikar has been teaching English Language and Literature since 2006. She is an Assistant Professor with the Directorate of Collegiate Education under the Government of Kerala. She teaches at the Government Colleges coming under this directorate and is now posted at the Department of English, Government College for Women, Thiruvananthapuram. This website is a collection of the lecture notes that she prepared by referring to various sources, for her students’ perusal. It has been compiled here for the sake of future generations.

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